Navigating privacy in embodied social interactions: Cultural differences in social virtual reality

This study examines how cultural differences influence social interactions and privacy management in social virtual reality (SVR) environments with embodied avatars. Drawing on communication privacy management theory and cultural communication studies, we examined cross-cultural interactions of university students from Taiwan and the US in SVR. Findings reveal that Taiwanese participants prioritize social and psychological privacy, with interaction enjoyment dependent on the perceived friendliness of interactants. In contrast, American participants emphasize physical and information privacy, focusing on how the platform can be used for immersive experiences and to moderate their independence. Furthermore, Taiwanese participants view SVR as an extended reality like face-to-face communication, while American participants perceive it as a disassociated playground. These insights highlight how cultural differences shape user interactions and privacy management in SVR, mirroring offline communication styles and preferences. Understanding these dynamics is essential for enhancing user experiences and fostering cross-cultural interactions in SVR.